學術產出-Periodical Articles
Article View/Open
Publication Export
-
題名 Would you be my friend? An examination of global marketers` brand personification strategies in social media 作者 陳冠儒
Chen, Kuan-Ju
Lin, Jhih-Syuan
Choi, Jung Hwa
Hahm, Jung Min貢獻者 企管系 關鍵詞 brand personification ; typology of personification ; social media ; anthropomorphism ; consumer engagement 日期 2015-08 上傳時間 2019-08-03 摘要 Building on the consumer–brand relationship framework, this research examines global marketers` branding strategies and consumer engagement in social media. Results of a content analysis in Study 1 show that brand personification strategies are prevalently employed on global brands` Facebook pages in both graphic and textual content. Brand personification strategies in textual content are especially effective in inducing consumer engagement (i.e., likes, shares, and comments). A linguistic analysis in Study 2 further suggests that highly engaged consumers exhibit anthropomorphic responses when they interact with brands; they treat brands as humanlike social agents and show positive emotions toward the brands. The synthesized results provide empirical evidence that consumer–brand relationships are realized by brand personification strategies and consumers` anthropomorphism in the social media domain. Theoretical implications and managerial suggestions are discussed. 關聯 Journal of Interactive Advertising, Vol.15, No.2, pp.1-14 資料類型 期刊論文 dc.contributor 企管系 dc.creator (作者) 陳冠儒 dc.creator (作者) Chen, Kuan-Ju dc.creator (作者) Lin, Jhih-Syuan dc.creator (作者) Choi, Jung Hwa dc.creator (作者) Hahm, Jung Min dc.date (日期) 2015-08 dc.date.accessioned 2019-08-03 - dc.date.available 2019-08-03 - dc.date.issued (上傳時間) 2019-08-03 - dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124590 - dc.description.abstract (摘要) Building on the consumer–brand relationship framework, this research examines global marketers` branding strategies and consumer engagement in social media. Results of a content analysis in Study 1 show that brand personification strategies are prevalently employed on global brands` Facebook pages in both graphic and textual content. Brand personification strategies in textual content are especially effective in inducing consumer engagement (i.e., likes, shares, and comments). A linguistic analysis in Study 2 further suggests that highly engaged consumers exhibit anthropomorphic responses when they interact with brands; they treat brands as humanlike social agents and show positive emotions toward the brands. The synthesized results provide empirical evidence that consumer–brand relationships are realized by brand personification strategies and consumers` anthropomorphism in the social media domain. Theoretical implications and managerial suggestions are discussed. dc.format.extent 382663 bytes - dc.format.mimetype application/pdf - dc.relation (關聯) Journal of Interactive Advertising, Vol.15, No.2, pp.1-14 dc.subject (關鍵詞) brand personification ; typology of personification ; social media ; anthropomorphism ; consumer engagement dc.title (題名) Would you be my friend? An examination of global marketers` brand personification strategies in social media dc.type (資料類型) 期刊論文
